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The ultimate NewFronts roundup

Every year, companies gather in New York to pitch advertisers on their latest and greatest digital offerings in digital media’s response to television upfronts.

Here are some of the highlights from this year’s NewFronts which occurred between April 27 and May 7…

Google’s YouTube used its NewFront to tout how advertisers can take advantage of its roster of new media stars, lucrative 18-49 year-old audience and ever-increasing mainstream influence. It also took jabs at Facebook, which has fast become one of YouTube’s biggest competitors.

While less than 10% of its digital revenues currently come from video ads, its investment in video is creating content that looks to be ripe for advertisers.

BuzzFeedunveiled POUND, a tool designed to help advertisers track how their content travels across the web, including on social media sites and private communications channels like chat and email.

BuzzFeed also launched a video analytics dashboard for its video advertisers that is focused on identify how their content drives engagement on different social platforms.

NewFront newcomer LIN Digital, which claims it can reach 50% of American homes with internet access, pitched advertisers on its multi-screen approach which gives advertisers reach through digital properties and a network of dozens television stations.

As AdWeek explained, “In many cases, the company tests new forms of content digitally, and when something begins to click, brings it onto TV.”

Amid rumors that Vice Media may develop its own cable netwrok, the online publisher announced 20 new original online shows, including shows hosted by hip hop artist Action Bronson and actress Ellen Page.

News Corp., like many NewFront participants, focused much of its session on the company’s video initiatives.

According to AdAge, News Corp. had one of the more subdued events and saved the hard pitch for another day. “We almost don’t need to sell [our] shows,” Trevor Fellows, head of global media sales for The Wall Street Journal, boasted to AdAge.

Hulubragged about its impressive subscriber growth and announced custom integrated commercials and upcoming support for programmatic ad buying. It also highlighted some of the content it has acquired.

The big news: Hulu revealed that it acquired the exclusive SVOD rights to Seinfeld. Jerry Seinfeld was on hand to celebrate the news.

Yahoo CEO Marissa Mayer used much of her company’s NewFront to talk about the company’s investments in digital video. Live events, including concert streaming, figure prominently in the company’s plans, as does Ultimate DJ, a competition show conceived by Simon Cowell of American Idol fame.

David Karp, founder of Tumblr, which Yahoo acquired in 2013, also made an appearance to talk about how the native advertising opportunities advertisers can find on the platform he runs.

POPSUGARannounced two scripted comedies starring Mae Whitman and Nicole Richie, as well as a food show to be hosted by YouTube star Ingrid Nilsen.

In its first NewFront, Bloomberg founder Michael Bloomberg tried to sell advertisers on his company’s digital media offerings, which include international versions of its Bloomberg Business Portal and new video offerings. A key part of the pitch: access to subscribers “who are very wealthy and spend it.”

At its NewFront, Discoveryannounced that it has inked a deal with YouTube travel vlogger Louis Cole to create original video content. Cole’s YouTube channel, which has 1.3 million YouTube subscribers, will move to Discovery’s Seeker property.

Digital entertainment company Collective Digital Studio, which manages and creates popular YouTube channels, used its NewFront presentation to unveil new programming as well as CDS Connect, an ad solution that allows advertisers to retarget AdWords ads to consumers who have viewed their content.

Advertisers have embraced video ads and many are pouring more and more of their digital budgets into them, but it turns out that they suffer from the same viewability problem that has plagued their display ad cousins.

May 10th 201516:42

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